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WO2020061446A1 - Techniques de publicité numérique dynamique - Google Patents

Techniques de publicité numérique dynamique Download PDF

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Publication number
WO2020061446A1
WO2020061446A1 PCT/US2019/052144 US2019052144W WO2020061446A1 WO 2020061446 A1 WO2020061446 A1 WO 2020061446A1 US 2019052144 W US2019052144 W US 2019052144W WO 2020061446 A1 WO2020061446 A1 WO 2020061446A1
Authority
WO
WIPO (PCT)
Prior art keywords
advertising
timepoint
content
slot
advertising content
Prior art date
Legal status (The legal status is an assumption and is not a legal conclusion. Google has not performed a legal analysis and makes no representation as to the accuracy of the status listed.)
Ceased
Application number
PCT/US2019/052144
Other languages
English (en)
Inventor
Jeffrey Mark TURNER
Amanda HICKS
Matthew Philip LEMIEUX
Hongliang Eric LIN
Aram Jason ZUCKER-SCHARFF
Christian Derrick WALLS
Brittany PABLEO
Current Assignee (The listed assignees may be inaccurate. Google has not performed a legal analysis and makes no representation or warranty as to the accuracy of the list.)
WP Co LLC
Original Assignee
WP Co LLC
Priority date (The priority date is an assumption and is not a legal conclusion. Google has not performed a legal analysis and makes no representation as to the accuracy of the date listed.)
Filing date
Publication date
Application filed by WP Co LLC filed Critical WP Co LLC
Priority to EP19862641.8A priority Critical patent/EP3847607A4/fr
Priority to CA3113231A priority patent/CA3113231A1/fr
Publication of WO2020061446A1 publication Critical patent/WO2020061446A1/fr
Anticipated expiration legal-status Critical
Ceased legal-status Critical Current

Links

Classifications

    • H—ELECTRICITY
    • H04—ELECTRIC COMMUNICATION TECHNIQUE
    • H04N—PICTORIAL COMMUNICATION, e.g. TELEVISION
    • H04N21/00—Selective content distribution, e.g. interactive television or video on demand [VOD]
    • H04N21/80—Generation or processing of content or additional data by content creator independently of the distribution process; Content per se
    • H04N21/81—Monomedia components thereof
    • H04N21/812—Monomedia components thereof involving advertisement data
    • G—PHYSICS
    • G06—COMPUTING OR CALCULATING; COUNTING
    • G06Q—INFORMATION AND COMMUNICATION TECHNOLOGY [ICT] SPECIALLY ADAPTED FOR ADMINISTRATIVE, COMMERCIAL, FINANCIAL, MANAGERIAL OR SUPERVISORY PURPOSES; SYSTEMS OR METHODS SPECIALLY ADAPTED FOR ADMINISTRATIVE, COMMERCIAL, FINANCIAL, MANAGERIAL OR SUPERVISORY PURPOSES, NOT OTHERWISE PROVIDED FOR
    • G06Q30/00—Commerce
    • G06Q30/02—Marketing; Price estimation or determination; Fundraising
    • G06Q30/0241—Advertisements
    • H—ELECTRICITY
    • H04—ELECTRIC COMMUNICATION TECHNIQUE
    • H04N—PICTORIAL COMMUNICATION, e.g. TELEVISION
    • H04N21/00—Selective content distribution, e.g. interactive television or video on demand [VOD]
    • H04N21/20—Servers specifically adapted for the distribution of content, e.g. VOD servers; Operations thereof
    • H04N21/23—Processing of content or additional data; Elementary server operations; Server middleware
    • H04N21/234—Processing of video elementary streams, e.g. splicing of video streams or manipulating encoded video stream scene graphs
    • H04N21/23424—Processing of video elementary streams, e.g. splicing of video streams or manipulating encoded video stream scene graphs involving splicing one content stream with another content stream, e.g. for inserting or substituting an advertisement
    • H—ELECTRICITY
    • H04—ELECTRIC COMMUNICATION TECHNIQUE
    • H04N—PICTORIAL COMMUNICATION, e.g. TELEVISION
    • H04N21/00—Selective content distribution, e.g. interactive television or video on demand [VOD]
    • H04N21/40—Client devices specifically adapted for the reception of or interaction with content, e.g. set-top-box [STB]; Operations thereof
    • H04N21/43—Processing of content or additional data, e.g. demultiplexing additional data from a digital video stream; Elementary client operations, e.g. monitoring of home network or synchronising decoder's clock; Client middleware
    • H04N21/431—Generation of visual interfaces for content selection or interaction; Content or additional data rendering
    • H04N21/4312—Generation of visual interfaces for content selection or interaction; Content or additional data rendering involving specific graphical features, e.g. screen layout, special fonts or colors, blinking icons, highlights or animations
    • H04N21/4316—Generation of visual interfaces for content selection or interaction; Content or additional data rendering involving specific graphical features, e.g. screen layout, special fonts or colors, blinking icons, highlights or animations for displaying supplemental content in a region of the screen, e.g. an advertisement in a separate window
    • H—ELECTRICITY
    • H04—ELECTRIC COMMUNICATION TECHNIQUE
    • H04N—PICTORIAL COMMUNICATION, e.g. TELEVISION
    • H04N21/00—Selective content distribution, e.g. interactive television or video on demand [VOD]
    • H04N21/40—Client devices specifically adapted for the reception of or interaction with content, e.g. set-top-box [STB]; Operations thereof
    • H04N21/43—Processing of content or additional data, e.g. demultiplexing additional data from a digital video stream; Elementary client operations, e.g. monitoring of home network or synchronising decoder's clock; Client middleware
    • H04N21/435—Processing of additional data, e.g. decrypting of additional data, reconstructing software from modules extracted from the transport stream
    • H04N21/4355—Processing of additional data, e.g. decrypting of additional data, reconstructing software from modules extracted from the transport stream involving reformatting operations of additional data, e.g. HTML pages on a television screen
    • H—ELECTRICITY
    • H04—ELECTRIC COMMUNICATION TECHNIQUE
    • H04N—PICTORIAL COMMUNICATION, e.g. TELEVISION
    • H04N21/00—Selective content distribution, e.g. interactive television or video on demand [VOD]
    • H04N21/60—Network structure or processes for video distribution between server and client or between remote clients; Control signalling between clients, server and network components; Transmission of management data between server and client, e.g. sending from server to client commands for recording incoming content stream; Communication details between server and client 
    • H04N21/65—Transmission of management data between client and server
    • H04N21/658—Transmission by the client directed to the server
    • H04N21/6587—Control parameters, e.g. trick play commands, viewpoint selection
    • H—ELECTRICITY
    • H04—ELECTRIC COMMUNICATION TECHNIQUE
    • H04N—PICTORIAL COMMUNICATION, e.g. TELEVISION
    • H04N21/00—Selective content distribution, e.g. interactive television or video on demand [VOD]
    • H04N21/80—Generation or processing of content or additional data by content creator independently of the distribution process; Content per se
    • H04N21/83—Generation or processing of protective or descriptive data associated with content; Content structuring
    • H04N21/845—Structuring of content, e.g. decomposing content into time segments
    • H04N21/8455—Structuring of content, e.g. decomposing content into time segments involving pointers to the content, e.g. pointers to the I-frames of the video stream

Definitions

  • the present disclosure generally relates to data processing, and more particularly, to data processing with respect to digital media and advertising.
  • Digital media such as digital video content
  • Advertising systems may provide digital advertising, such as video advertisements, to the webpage so that these advertisements play“pre-roll” (e.g., before) the digital video content is viewable by the visitor.
  • Such systems may not be desirable.
  • the visitor may not want to watch an advertisement before the video content and may be frustrated by such systems due to the time that must be spent watching the advertisement.
  • the visitor may decide not to watch the advertisement or the video content all. Indeed, the visitor may feel that the video content isn’t worth the time spent watching the advertisement that must be viewed beforehand.
  • advertising systems may provide video advertisements to a webpage so that these advertisements play before video content is viewable, but may also provide a“skip” button or the like that allows a viewer to skip past the advertisement after a certain period of time and view the video content.
  • these systems often require that viewers watch the same part of the advertisement repeatedly for different video content, which can bore a viewer. Advertisers may also be constrained by these systems because advertisement completion goals, which are metrics recording the number of video advertisements that are viewed in their entirety, may not be met. Viewers may therefore skip advertisements without viewing them in their entirety.
  • the techniques may be realized as a dynamic advertising method comprising: receiving, by a computer processor associated with a dynamic advertising device, from a client device, first advertising content information including timepoint data for a playback event associated with first advertising content of a first advertising slot on a webpage; configuring, by the computer processor, a recall request for the first advertising content, the recall request including identification data associated with the first advertising content and specifying a timepoint obtained from the timepoint data; receiving, by the computer processor, from the client device, first advertising content resume request; and requesting, by the computer processor, for the client device, using the recall request, timepoint-configured first advertising content having a playback start time equal to the timepoint.
  • the timepoint- configured first advertising content may be requested for the first advertising slot of the webpage.
  • the timepoint- configured first advertising content may be requested for a second advertising slot of the webpage, the second advertising slot being different from the first advertising slot.
  • the dynamic advertising method may further comprise: determining, by the computer processor, that a view window of the webpage does not include the first advertising slot; and determining, by the computer processor, that the view window of the webpage includes a second advertising slot different from the first advertising slot.
  • the timepoint-configured first advertising content may be requested for the second advertising slot.
  • the dynamic advertising method may further comprise receiving, by the computer processor, from the client device, updated first advertising content information including second timepoint data including a second timepoint reflecting a second playback event, the second playback event being a determination that a view window of the webpage does not include the first advertising slot.
  • the dynamic advertising method may further comprise configuring, by the computer processor, a second recall request for the first advertising content, the second recall request including the identification data associated with the first advertising content and specifying the second timepoint.
  • the dynamic advertising method may further comprise requesting, by the computer processor, for the client device, second timepoint-configured first advertising content for a second advertising slot of the webpage.
  • the second timepoint-configured first advertising content may have a playback start time equal to the second timepoint, and the second advertising slot may be located in the view window of the webpage that does not include the first advertising slot.
  • the dynamic advertising method may further comprise disabling, by the computer processor, serving of second advertising content to the webpage.
  • the dynamic advertising method may further comprise: determining, by the computer processor, a playback end of the first advertising content; updating, by the computer processor, a status associated with the first advertising content; and un-disabling, by the computer processor, serving of the second advertising content to the webpage.
  • the playback event may be an interaction with an icon of a user interface associated with the first advertising slot.
  • the techniques may be realized as a dynamic advertising device comprising a computer processor and a memory storing instructions that, when executed by the computer processor, cause the computer processor to perform the steps in the above-described method.
  • Figure 1 shows an exemplary system in accordance with embodiments of the present disclosure.
  • Figure 2 shows an exemplary dynamic digital advertising content process in accordance with embodiments of the present disclosure.
  • Figure 3 shows an exemplary dynamic digital advertising content process where a dynamic advertising icon has been rendered in accordance with embodiments of the present disclosure.
  • Figure 4 shows an exemplary dynamic digital advertising content process of data regarding advertising content may be received in accordance with embodiments of the present disclosure.
  • Figure 5 shows an exemplary dynamic digital advertising content process of how resumption of the first advertising content playback occurs in accordance with embodiments of the present disclosure.
  • Figure 6 is an exemplary process for determining when second advertising content should be called in accordance with embodiments of the present disclosure.
  • Figure 7 shows an exemplary process for determining whether a playback event has occurred in accordance with embodiments of the present disclosure.
  • Figures 8A-8C show an exemplary webpage in accordance with embodiments of the present disclosure.
  • FIG. 9 shows an implementation of hardware in accordance with the present disclosure.
  • Embodiments of the present disclosure may relate to systems and methods that provide dynamic digital advertising content. For example, when a visitor navigates to a web page featuring video content, advertisement content such as a video advertisement or an image advertisement, for example, may start playing in a first advertisement slot before video content. An interactive element, such as an icon, button, or the like, may be associated with the advertisement content. By interacting with the interactive element, the advertisement content may cease playing at a first time point and the video content may begin. A visitor may then watch the video content. The advertisement content may thereafter resume playback from the first time point.
  • advertisement content such as a video advertisement or an image advertisement
  • An interactive element such as an icon, button, or the like
  • the advertisement content may again cease playback at a second time point.
  • the advertisement content may resume playing from the second time point in the second advertisement slot. This process may continue as the user scrolls to other parts of the webpage that have one or more advertisement slots, or returns to parts already viewed that have one or more advertisement slots.
  • the advertisement content playback terminates, other advertisement content may render in one or more viewable advertisement slots.
  • System 100 may include one or more client devices, such as client device 102.
  • Client device 102 may be a computing device such as personal computer, laptop computer, server, cellular phone, tablet computer, and the like.
  • Client device 102 may be a computing device that accesses digital media, such as one or more Internet website pages.
  • Client device 102 may access digital media via a browser, such as a web browser.
  • the web browser may be a standalone application that is present on client device 102, or may be a platform within another application, such as a social media application.
  • the social media application may be Facebook, Twitter, or Instagram, for example.
  • System 100 may also include network 104.
  • Network 104 may facilitate the transmission and reception of data between different elements that are connected to it.
  • network 104 may be the Internet.
  • network 104 may be a cellular communication network.
  • network 104 may be some combination of an Internet and a cellular communication network.
  • System 100 may include a digital content server 106.
  • Digital content server 106 may be a computing device such as personal computer, laptop computer, server, cellular phone, tablet computer, and the like.
  • Digital content server 106 may store digital content, such as one or more webpages that are accessible by a client device 102.
  • client device 102 may load one or more webpages, such as news article webpages that include video content, from digital content server 106.
  • the one or more webpages may be loaded in a browser of client device 102.
  • the video content may be included in a webpage via a video player, for example.
  • System 100 may include an advertising content server 108.
  • Advertising content server 108 may be a computing device such as personal computer, laptop computer, server, cellular phone, tablet computer, and the like.
  • Advertising content server 108 may include digital advertising content, such as video advertising content, static digital advertising content, and audio advertising content, for example.
  • the digital advertising content may be provided to advertising content server 108 from one or more advertising sources and/or advertising crawlers, for example.
  • Advertising content server 108 may receive one or more advertisement requests to populate advertising slots in digital content of digital content server 106.
  • digital content server 106 may provide one or more webpages having one or more advertising slots to a client device 102.
  • Advertising content may be requested from advertising content server 108 such that the one or more advertising slots may be populated with the advertising content.
  • Dynamic advertising controller 110 may be a computing device such as personal computer, laptop computer, server, cellular phone, tablet computer, and the like. Dynamic advertising controller 110 may determine advertising content to be served from advertising content server 108 to one or more client devices 102. For example, dynamic advertising controller 110 may determine advertising content to be served to one or more client devices 102 using data provided from the one or more client devices 102. The data may include, for example, demographic data, web history data, web shopping history, and the like. For example, dynamic advertising controller may include one or more of the systems described in co-pending application 15/587,814, entitled“Techniques for Prediction of Popularity of Media,” which is hereby incorporated by reference in its entirety.
  • Dynamic advertising device 112 may be a computing device such as personal computer, laptop computer, server, cellular phone, tablet computer, and the like. Dynamic advertising device 112 may execute software such that digital content provided to one or more client devices 102 from digital content server 106 is compatible with dynamic digital advertising in accordance with embodiments of the present disclosure.
  • the digital content may be one or more webpages that include one or more advertising slots.
  • Dynamic advertising device 112 may configure the one or more advertising slots for dynamic digital advertising. Advertising content from advertising server 108 may be served to fill the one or more advertising slots configured for dynamic digital advertising. Alternatively, or in addition, dynamic advertising device 112 may configure advertising content from advertising content server 108 for dynamic digital advertising.
  • Advertising content configured for dynamic digital advertising may be served to fill the one or more advertising slots.
  • dynamic advertising device 112 may configure content provided from digital content server 106 for dynamic advertising.
  • dynamic advertising device 112 may configure a video player associated with content from digital content server 106, or video content itself from digital content server 106.
  • the video content may be associated with a webpage provided by digital content server 106, for example.
  • the webpages may be news article webpages having one or more advertising slots.
  • the one or more advertising slots may be located in various locations of the webpages.
  • the one or more advertising slots may include banner slots for advertising content banners located at the top of a webpage or down one or more sides of the webpage.
  • an advertising slot may be incorporated with video of a webpage.
  • the video may be located in a video player of the webpage.
  • the advertising slot may be provided pre-roll to video content of a webpage such that advertising content of the slot is displayed before the video content plays.
  • one or more advertising slots may be provided mid-roll to video content, such that advertising content of the one or more slots is displayed at one or more timepoints partway through playback of the video content.
  • one or more advertising slots may be provided post-roll to video content, such that advertising content of the one or more slots is displayed after completion of playback of the video content.
  • elements 102-112 may be combinable into single elements.
  • dynamic advertising device 112 may be combined with dynamic advertising controller 110.
  • the digital content server 106 and advertising content server 108 may be a single server.
  • any one of client device 102, digital content server 106, advertising content server 108, dynamic advertising controller 110, and/or dynamic advertising device 112 may perform the processes and functions described in this disclosure.
  • Process 200 may include a first step 202 where a webpage, displayed on a device such as a client device 102, having one or more advertising slots, may receive first advertising content for a first advertising slot.
  • the first advertising slot may be an advertising slot incorporated with video of a webpage.
  • the first advertising slot may be located in a video player of the webpage.
  • the first advertising slot may be configured to play an advertisement before video content playback.
  • the first advertising slot may be located at a location of the webpage that is not associated with video content or a video player.
  • the advertising content may be advertising content received from advertising content server 108.
  • a determination may be made as to whether a dynamic advertising parameter is present in the advertising content received in step 202 and/or the first advertising slot. The determination may be made by a video player of the webpage and/or one or more of the client device 102, digital content server 106, advertising content server 108, dynamic advertising controller 110, and/or dynamic advertising device 112.
  • dynamic advertising device 112 may configure the advertising content and/or first advertising slot and/or video player of the webpage for dynamic digital advertising.
  • the dynamic advertising parameter may be a data bit and/or a flag that reflects whether dynamic advertising is possible. If the dynamic advertising parameter is present in the advertising content and/or first advertising slot and/or video player, process 200 moves to step 206. If no dynamic advertising parameter is present, then process 200 moves to step 208.
  • a dynamic advertising icon may be rendered with respect to the advertising content.
  • the icon may be rendered by a video player of the webpage configured to play the advertising content.
  • the dynamic advertising icon may be rendered by a graphical user interface associated with the first advertising slot.
  • the webpage itself may render the icon.
  • the icon may be a button, a selectable menu item, or the like.
  • a user may interact with the advertising icon by, for example, clicking, touching, or otherwise selecting it. The interaction may signal that the advertising content will be dynamically displayed for the user. For example, after the interaction, playback of the first advertising content may pause, and video content of the webpage may begin playing instead. Playback of the first advertising content may later resume as will be described.
  • the dynamic advertising icon may be rendered before, during, or after playback of the video content.
  • the dynamic advertising icon may be rendered at a predetermined time point.
  • the dynamic advertising icon may be rendered after 5, 10, or 15 seconds of first advertising content playback.
  • Process 200 proceeds to step 208 when the dynamic advertising parameter is not present
  • the first advertising content is played without dynamic advertising content functionality. For example, in order for a user to view the video content of the webpage, the user may have to view the entire first advertising content to completion or until a particular time point when advertising content playback terminates. In another example, the first advertising content may play at one or more timepoints within the video content. In another example, the first advertising content may play once the video content has been viewed to completion.
  • FIG 3 shows an exemplary dynamic digital advertising content process 300 where a dynamic advertising icon has been rendered for the first advertising content as discussed with reference to Figure 2.
  • Process 300 may include a first step 302, where first advertising content may begin playback in an advertising slot.
  • the dynamic advertising icon may be rendered before, during, or after the playback of the first advertising content.
  • a determination may be made as to whether an interaction with the dynamic advertising icon has occurred. For example, one or more of client device 102, digital content server 106, advertising content server 108, dynamic advertising controller 110, and/or dynamic advertising device 112 may determine whether a viewer has clicked, touched, or otherwise selected the dynamic advertising icon. In some embodiments, a determination may be made as to whether an interaction has occurred with the dynamic advertising icon within a predetermined amount of time from when first advertising content playback begins. If an interaction with the dynamic advertising icon is detected, process 300 proceeds to step 306.
  • the interaction may be recorded as a playback event and a timepoint associated with the playback event may be recorded as timepoint data.
  • the timepoint may be the time of first advertising content playback at which the interaction occurred.
  • the timepoint may be recorded as a pause timepoint for the first advertising content.
  • the pause timepoint may reflect the time at which the first advertising content was paused due to the interaction with the dynamic advertising icon.
  • video content playback may begin.
  • the video content may play within a player of the webpage.
  • the video content may play without a player, but associated with the webpage.
  • the video content may play at the same or substantially the same location of the webpage as the first advertisement slot where the first advertising content played.
  • first advertising content information may be transmitted in step 310 to dynamic advertising device 112.
  • the first advertising content information may indicate the playback event, timepoint (e.g., pause timepoint), and identification data of the first advertising content.
  • the first advertising content information may include one or more key values associated with the first advertising content.
  • the first advertising content information may indicate an advertising slot location on the webpage of the slot where the first advertising content was playing.
  • Dynamic advertising device 112 may use the first advertising content information to update a status and/or one or more attribute values associated with the first advertising content. For example, the pause timepoint of the first advertising content may be updated such that future playback of the first advertising content is configured to start at the pause timepoint. An advertising slot location may also be updated for the first advertising content such that a last advertising slot location is remembered for the first advertising content.
  • process 300 proceeds to step 312 from step 304.
  • the first advertising content may playback.
  • the playback may be to completion of the first advertising content, or to a predetermined timepoint.
  • FIG 4 shows an exemplary dynamic digital advertising content process 400 of how dynamic advertising device 112 may receive data regarding advertising content.
  • dynamic advertising device 112 may receive the transmitted first advertising content information from step 310 of Figure 3.
  • the first advertising content information may indicate the playback event, timepoint (e.g., pause timepoint), an identification of the first advertising content, and/or a key value associated with the first advertising content.
  • dynamic advertising device 112 may update a status and/or one or more attribute values associated with the first advertising content.
  • the pause timepoint of the first advertising content may be updated such that future playback of the first advertising content is configured to start at the timepoint.
  • the first advertising content may be sent to the client device 102 for playback starting at the pause timepoint.
  • the first advertising content may be sent to the first advertising slot.
  • the first advertising content may be sent to an advertising slot that is different to the first advertising slot.
  • the dynamic advertising device 112 may configure a recall request for the first advertising content.
  • the dynamic advertising device 112 may configure the recall request such that when the first advertising content is recalled from advertising content server 108, it is configured for playback starting at a certain timepoint, such as the pause timepoint or a playback event timepoint, which will be discussed with respect to Figure 5.
  • Dynamic advertising device 112 may identify the first advertising content in the recall request using its identification data and/or one or more key values associated with the first advertising content. Dynamic advertising device 112 may then specify the pause timepoint as the starting timepoint for subsequent playback of the identified first advertising content within the recall request. Dynamic advertising device 112 may configure future advertising generation with respect to the webpage.
  • dynamic advertising device 112 may disable advertisement content serving or advertisement content refresh for a predetermined time period or until playback of the first advertising content has been performed until competition. This disabling may disable serving of advertising content different from the first advertising content to the advertising slot for the first advertising content, or may disable refresh of an advertisement slot for the first advertising content. After the predetermined time period, or after playback of the first advertising content has been performed until completion, dynamic advertising device 112 may un-disable advertisement content serving or un-disable advertising content refresh. After un-disabling, second advertising content may be served to the advertising slot for the first advertising content, or the advertising slot for the first advertising content may be refreshed with second advertising content.
  • dynamic advertising device 112 may provide or request the first advertising content from advertising content server 108 using the recall request sent to one or more of advertising content server 108 and/or dynamic advertising controller 110.
  • the first advertising content may then be served from the advertising content server 108 to the webpage of the client device 102 and may start playback from the pause timepoint. Steps 408 and 410 describe this process, and will be explained at a later point.
  • video content playback may occur.
  • the video content playback may play until a video content playback end timepoint.
  • the playback end timepoint may be a timepoint at the competition of the video content.
  • the playback end timepoint may be a certain timepoint when a viewer pauses or stops the video content playback, or where the video content playback is preconfigured to pause or stop.
  • FIG. 5 shows an exemplary dynamic digital advertising content process 500 of how resumption of the first advertising content playback occurs.
  • playback end is determined. This step determines that the video content playback has proceeded to the playback end timepoint.
  • the playback end timepoint may be the time at completion of the video content, or another timepoint where video content playback is paused or stopped.
  • a first advertising content resume request is transmitted to the dynamic advertising device 112.
  • the resume request indicates that the first advertising content should be resent to the webpage having the video content.
  • the first advertising content may be identified using identification data within the request.
  • the advertising slot of the webpage which should receive the resuming first advertising content may also be specified within the request.
  • the resume request may cause the dynamic advertising device 112 to provide the first advertising content from advertising content server 108 and/or use direct dynamic advertising controller 110 to request the first advertising content from advertising content server 108, using the recall request as will be discussed with reference to Figure 4.
  • the timepoint-configured first advertising content may be served to the webpage at the specified advertising slot from advertising content server 108, and at step 508, the timepoint-configured first advertising content may resume playback from the pause timepoint.
  • the playback of the timepoint-configured first advertising content may resume playback in an advertising slot where the video content was located.
  • the playback of the timepoint-configured first advertising content may resume playback in an advertising slot located in a different location to the video content.
  • the playback of the timepoint-configured first advertising content may resume in an advertising slot within a window view of the webpage browser. As the webpage is scrolled or otherwise moved, the playback of the timepoint-configured first advertising content may resume within one or more advertising slots that are present within the viewable window.
  • a playback event may be recorded when the timepoint-configured first adverting content is playing in an advertising slot, but the slot is scrolled or otherwise navigated away from. This may occur, for example, when a viewer is scrolling on the webpage.
  • the viewer’s view of the webpage may include the advertising slot playing the timepoint- configured first adverting content. However, the viewer may scroll or navigate on the webpage such that the advertising slot is no longer viewable. In this case, playback of the timepoint- configured first adverting content may be paused again because the advertising content is not viewable.
  • the timepoint at which the playback event occurs (and thereby, when the timepoint- configured first adverting content was not viewable), may be recorded as a playback event timepoint. For example, the playback event may occur when all or part of the advertising slot displaying the timepoint-configured first adverting content is no longer viewable.
  • the first advertising content information is transmitted to dynamic advertising device 112.
  • the first advertising content information may indicate the playback event of step 510, timepoint (e.g., playback event timepoint), and identification data of the first advertising content.
  • the first advertising content information may include one or more key values associated with the first advertising content.
  • the first advertising content information may be used by dynamic advertising device 112 to update a status and/or one or more attribute values associated with the first advertising content.
  • the playback event timepoint of the first advertising content may be updated such that future playback of the first advertising content is configured to start at the playback event timepoint.
  • the location of the last advertising slot paying the first advertising content may also be updated.
  • the process 500 returns to step 504 when a viewer of the webpage navigates the webpage to a view where all or part of one or more advertising slots are viewable.
  • a first advertising content resume request is transmitted to the dynamic advertising device 112.
  • the resume request indicates that the first advertising content should be resent to the webpage, and in particular, to one or more advertising slots of the webpage that are viewable.
  • the resume request may cause the dynamic advertising device 112 to provide the first advertising content from advertising content server 108 and/or request dynamic advertising controller 112 call the first advertising content from advertising content server 108 using the recall request as discussed with reference to Figure 4, but with the playback event timepoint specified as the timepoint for when the advertising content should begin playback in the one or more advertising slots that are viewable.
  • Process 500 steps 504-512 may continue as a viewer scrolls and/or navigates a webpage until a first advertising content has been played to completion or to a predetermined end timepoint of the first advertising content.
  • steps 408 and 410 describe how dynamic advertising device 112 handles the content resume request of step 504 discussed with respect to Figure 5.
  • dynamic advertising device 112 may receive the first advertising content resume request and determine that a view change of the webpage occurred.
  • dynamic advertising device 112 may determine that a view window of the webpage does not contain the first advertising slot.
  • Dynamic advertising controller may recognize identification data of the request and correlate the identification data to the first advertising content.
  • the dynamic advertising device 112 may call timepoint-configured first advertising content or request from dynamic advertising controller 112 that timepoint-configured first advertising content is called so that it is served to the webpage.
  • the timepoint-configured first advertising content may be served to the webpage from advertising content server 108.
  • the playback of the timepoint-configured first advertising content may resume playback in an advertising slot of the webpage where the video content was located, such as the first advertising slot.
  • the playback of the timepoint-configured first advertising content may resume playback in a different advertising slot of the webpage located in a different location to where the video content played.
  • the playback of the timepoint-configured first advertising content may resume in an advertising slot within a window view of the webpage browser. As the webpage is scrolled or otherwise moved, the playback of the timepoint-configured first advertising content may resume within one or more advertising slots that are present within the viewable window.
  • the process 400 may move from step 410 back to step 402 if a playback event occurs that is associated with the first advertising content. For example, if the viewer of the webpage navigates the webpage to a view where all or part of one or more advertising slots are no longer viewable, a playback event may be triggered and first advertising content information may be transmitted to and received by dynamic advertising device 112 (e.g., steps 306, 310, and 402).
  • dynamic advertising device 112 e.g., steps 306, 310, and 402
  • Figure 6 is an exemplary process 600 for determining when second advertising content should be called.
  • a determination may be made as to whether an end playback timepoint of the first advertising content has been reached.
  • this timepoint may be a timepoint at the end of the first advertising content that is reached when the first advertising content has been played to completion, or may be a predetermined timepoint that is a different time.
  • an advertisement status for the first advertising content may be updated such that the status indicates viewing of first advertisement content should be terminated and a second advertising content should be served.
  • an advertisement refresh may be enabled such that other advertising content, such as the second advertising content, may be served to the webpage.
  • the second advertising content may be served to the webpage in one or more advertising slots.
  • Figure 7 shows an exemplary process 700 for determining whether a playback event has occurred, as discussed with respect to Figure 5, when a viewer of a webpage navigates a webpage to different viewpoints. For example, in step 702, a determination may be made as to whether a first advertising slot of a webpage is present in a web browser window and thereby viewable by a viewer. If the first advertising slot is present in the window, then the process moves to step 704. In step 704, advertisement content may be played in the first advertising slot. Process 700 may move back to step 702 to determine if the first advertising slot is still present within the window and viewable to a viewer.
  • step 702 if the first advertising slot is not present in the window and thereby not viewable, then the process moves to step 706, where a determination may be made as to whether a second advertising slot of the webpage is present in the web browser window and thereby viewable by a viewer.
  • the second advertising slot may be located in a different part of the webpage to the first advertising slot.
  • the second advertising slot may be located in a part of the webpage where the viewer must scroll to or otherwise navigate to from the webpage part having the first advertising slot. If the second advertising slot is present in the web browser window and thereby viewable by a viewer, the advertisement content may be played in the second advertising slot.
  • Process 700 may move back to step 706 to determine if the second advertising slot is still present within the window and viewable to a viewer.
  • the advertisement content may play in the second advertising slot from a timepoint at which viewing from the first advertisement slot ceased. This may ensure that all or substantially all of the advertisement content is viewed by a viewer of the webpage.
  • step 706 if the second advertising slot is not present in the window and thereby viewable, then the process moves to step 710, where process 700 may continue for N number of advertising slots that may be present in the webpage.
  • step 710 a determination may be made as to whether N number advertising slot of the webpage is present in the web browser window and thereby viewable by a viewer, and if the N number advertising slot is present, playback of the advertisement in this slot may occur. If the advertising slot is not present in step 710, process 700 may return to step 702 and a first advertising slot may be searched for.
  • Figures 8A-8C show diagram 800 of an exemplary webpage 802 in accordance with embodiments of the present disclosure.
  • webpage 802 may include advertising slots 804, 806, and 808.
  • Advertising slots 804, 806, and 808 may be located in different locations of webpage 802.
  • Advertising slots 804, 806, and 808 may be configured to show video or static advertising content provided by advertising content server 108.
  • Advertising slots 804, 806, and 808 may be sized in various manners.
  • slots 804, 806, and 808 may be the same, substantially the same, or different in size.
  • one or more of slots 804, 806, and 808 may be larger than the one or more of the others.
  • advertising slots 804, 806, and 808 may be located where a video player of webpage 802 is located, or may overlay the video player, video content, or any other content of webpage 802.
  • Webpage 802 may, for example, be a news article webpage, and advertising slots 804, 806, and 808 may be located at different locations throughout the article webpage.
  • advertising slots 804, 806, and 808 may be located in or overlay a video player of webpage 802.
  • one or more of advertising slots 804, 806, and 808 may be located outside of a video player or video content of webpage 802.
  • a first view window 808 may view part of webpage 802.
  • First view window 808 reflects the view for a user viewing webpage 802, where the only advertising slot present in the view is slot 804.
  • advertising content may only be observed by the user via slot 804.
  • a user may interact with a dynamic advertising icon that may be rendered (as discussed with respect to Figure 2) and associated with advertising slot 804 and/or the advertising content shown in advertising slot 804, and video content may play instead of advertising content of slot 804.
  • the advertising content may resume playback in one of advertising slots 804, 806, and 808 depending on where a view window is.
  • the advertising content would resume playback in advertising slot 804 because this slot is the only one observable by view window 808.
  • a user may navigate on webpage 802 to a new view showing a different location of the webpage, such as view window 810.
  • View window 810 may not include advertising slot 804.
  • view window 810 may include advertising slot 806.
  • the advertising content that was playing in advertising slot 804 may resume playing in advertising slot 806 of view 810.
  • the advertising content that was playing in advertising slot 804 may be recalled by dynamic advertising dynamic advertising device 112 and/or requested for recall by dynamic advertising dynamic advertising device 112, and served to advertising slot 806.
  • a user may navigate on webpage 802 to a new view showing a different location of the webpage, such as view window 812.
  • View window 812 may not include advertising slot 804, but may include both advertising slots 806 and 808.
  • the advertising content that was playing in advertising slot 806 may continue playing in slot 806 without change.
  • Slot 808 may include the same or different advertising content.
  • the advertising content that was playing in advertising slot 806 may now play in advertising slot 808, and slot 806 may include the same or different advertising content.
  • the advertising content that was playing in advertising slot 806 may be recalled by dynamic advertising dynamic advertising dynamic advertising device 112 and/or requested for recall by dynamic advertising dynamic advertising device 112, and served to advertising slot 808.
  • Figure 9 shows an implementation of hardware 900 in accordance with the present disclosure.
  • computer devices e.g., client device(s) 102, digital content server 106, advertising content server 108, dynamic advertising controller 110, and dynamic advertising device 112
  • processor 902 may execute instructions in accordance with embodiments of the present disclosure that are stored in memory 904.
  • Embodiments of the present disclosure have been described with reference to advertisement slots of a webpage. However, embodiments of the present disclosure are also applicable to advertisement slots of multiple webpages. For example, embodiments of the present disclosure are applicable to switching between first and second webpages of a browser, where each webpage includes one or more advertising slots.
  • Embodiments of the present disclosure provide for a system, method, computer readable medium (non-transitory) storing instructions thereon for executing a method or software instructions, for determining and/or predicting the popularity of media.

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  • Engineering & Computer Science (AREA)
  • Multimedia (AREA)
  • Signal Processing (AREA)
  • Business, Economics & Management (AREA)
  • Marketing (AREA)
  • Finance (AREA)
  • Development Economics (AREA)
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  • Economics (AREA)
  • Physics & Mathematics (AREA)
  • General Business, Economics & Management (AREA)
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  • Two-Way Televisions, Distribution Of Moving Picture Or The Like (AREA)
  • Information Transfer Between Computers (AREA)

Abstract

L'invention concerne des techniques de publicité numérique dynamique. Dans un mode de réalisation particulier, les techniques peuvent être réalisées sous la forme d'un procédé de publicité dynamique comportant: la réception, par un processeur informatique associé à un dispositif de publicité dynamique, en provenance d'un dispositif client, de premières informations de contenu publicitaire incluant des données d'instant relatives à un événement de reproduction associé à un premier contenu publicitaire d'un premier créneau publicitaire sur une page web; la configuration, par le processeur informatique, d'une demande de rappel relative au premier contenu publicitaire, la demande de rappel incluant des données d'identification associées au premier contenu publicitaire et spécifiant un instant obtenu à partir des données d'instant; la réception, par le processeur informatique, en provenance du dispositif client, d'une demande de reprise du premier contenu publicitaire; et la demande, par le processeur informatique, à l'intention du dispositif client, à l'aide de la demande de rappel, d'un premier contenu publicitaire configuré pour un instant présentant une heure de début de reproduction égale à l'instant.
PCT/US2019/052144 2018-09-21 2019-09-20 Techniques de publicité numérique dynamique Ceased WO2020061446A1 (fr)

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EP19862641.8A EP3847607A4 (fr) 2018-09-21 2019-09-20 Techniques de publicité numérique dynamique
CA3113231A CA3113231A1 (fr) 2018-09-21 2019-09-20 Techniques de publicite numerique dynamique

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US62/734,734 2018-09-21

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EP3847607A4 (fr) 2022-06-15
US11032586B2 (en) 2021-06-08
EP3847607A1 (fr) 2021-07-14
CA3113231A1 (fr) 2020-03-26
US20200099967A1 (en) 2020-03-26

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